Beauty Industry Under Fire: Elf Cosmetics' New Skin Tint Sparks Debate Over Shade Inclusivity

A recent video by beauty influencer golloria has ignited discussions within the beauty community regarding shade inclusivity, particularly concerning Elf Cosmetics' new "Do It All Skin Tint." In the viral clip, golloria reviews the product, demonstrating how the darkest available shades, including "18 Rich Neutral," "17 Rich Warm," and "16 Rich Cool," appear on her skin. The influencer expressed significant disappointment, noting that the darkest shade oxidized to an "orange" tone on her complexion. "The more this oxidizes, the more orange it's getting," she stated, highlighting a common frustration among consumers with deeper skin tones. She further critiqued the brand's shade offerings, concluding with a direct message to the company: "Elf, get back in that lab." The video, which has garnered over 2.4 million views, underscores ongoing challenges in the beauty industry to provide truly diverse and suitable product ranges for all skin tones. Consumers frequently voice concerns about limited options and products that do not accurately match or complement their complexions. This incident with Elf Cosmetics serves as a fresh example, prompting renewed calls for brands to prioritize comprehensive inclusivity in their product development.

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